With customers mingling their purchases between online and in-store, the view they have when dealing with a retailer is one of unity.
They do not define their relationship based on where they purchase but rather who they purchase with. The consequences of this run deep into in-store businesses and more importantly the role of staff within those businesses.
Empowering staff comes back to the information they have available to them. The more information they have at hand to serve customers that mingle between online and in-store purchases the greater ability they have to serve them.
Visit iVend at the Total Retail & Payments to learn more about empowering your store staff to be great. Learn more here.